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"Marketing for Results" [1994]
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Originally Processed With FOIA(s):
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MARKER
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administrative marker by the George Bush Presidential
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Record Group/Collection:
Donated Historical Materials
Collection/Office of Origin: Frieden, Lex, Collection
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Printed Materials
Subseries:
Manuals
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Folder Title:
"Marketing for Results" [1994]
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MARKETING
FOR
RESULTS
May 17 & 18 ILRU Case Management Meeting
Participant List
Robin DePagter
Elizabeth Lilly
Southeastern Minnesota CIL
JoAnne Newmeyer
1306 Seventh Street NW
Ability Center of Greater Toledo
Rochester, MN 55901
5605 Monroe Street
(507) 285-1815
Sylvania, OH 43560
(419) 885-5733
Jude Monson
SUMMIT ILC
Lynne Luxton
1280 South Third Street West
CIDNY
Missoula, MT 59801
841 Broadway, Suite 205
(406) 728-1630
New York, NY 10003
(212) 674-2300
Dennis Fitzgibbons
Center for Living & Working, Inc.
Janet McLennan
484 Main Street, Suite 345
Ann Arbor CIL
Worcester, MA 01608
2568 Packard, Georgetown Mall
(508) 798-0350
Ann Arbor, MI 48104-6831
(313) 971-0277
Carla Lawson
Glenda Bivens
Sue Stoddard - Evaluator
Barbara Santee
Info Use
Ability Resources
2560 9th Street, Suite 216
1724 E. Eighth Street
Berkeley, CA 94710
Tulsa, OK 74104
(510) 549-6520
(918) 592-1235
Ted Benjamin - Evaluator
Leslie Lewis
School of Social Welfare
Dan Greaney
UCLA
STAVROS
247 Dodd Hall, 405 Hilgard Ave
691 South East Street
Los Angeles, CA 90024-1452
Amherst, MA 01002
(310) 206-6044
(413) 256-0473
Kym King
Steve Tremblay
Laura Smith
Kathy Adams
ILRU
Alpha One
2323 S. Shepherd, Suite 1000
127 Main Street
Houston, Texas 77019
S. Portland, ME 04106-2622
(713) 520-0232
(207) 767-2189
Greg Newton - Presenter
Les Clark
One Hanson Street
MILP
Boston, MA 02118
38 South Last Chance Gulch
(617) 426-5533
Helena, MT 59601
(406) 442-5755
INDEPENDENT LIVING
MEMORANDUM
TO:
Training Participants
FROM:
Laura Smith
DATE:
May 10, 1994
As some of you may already know, I will not be attending
the May 17 & 18 training session. Several other trips were
scheduled close to this training causing me to be away from the
office considerably over the past few weeks. As my stamina is not
what it used to be, and because I am currently negotiating and
finalizing our next year's budget with RWJ, I made the decision not
INFORMATION LINK
to make the trip to Ann Arbor.
I know I will be missing a great meeting as well as some beneficial discussions. I will
look forward to hearing from each of you after the training to get your feedback. It appears fairly
certain that we will plan to do another training with Greg related to marketing. Once that is
confirmed, I will ask each of the sites to provide some input on the content of this training.
I also wanted to thank the staff of the Ann Arbor center for their assistance in planning
this training and for hosting a reception for the participants.
I look forward to talking with each of you soon.
Greg NewtonAssociates
A training, marketing, and management services firm
First Day Feedback
So I can make sure that I am meeting your expectations,
please provide me with the following feedback. I will report
back to you on your thoughts tomorrow morning.
1. What / liked best so far is
2. What I found most helpful was
3. What I found least helpful was
4. What you should make sure you cover tomorrow to
meet my expectations is
5. My other comments are
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
GregNewtonAssociates
A training, marketing, and management services firm
Your thoughts on today's seminar.
I want to provide the best training possible, and your feedback on this
session will help make that possible. I promise that I will read and give
careful consideration to your views. Thank you.
1. How would you rank this training session on a
scale from 1 to 16, with 16 being excellent?
Excellent
Good
Fair
Poor
16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1
2. What I liked best.
3. What I found most helpful was.
4. What I found least helpful was.
5. What would you recommend be changed for future
sessions?
6. My other comments are..
(Please use the back of this form.)
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
First Day Feedback
So I can make sure that I am meeting your expectations,
please provide me with the following feedback. I will report
back to you on your thoughts tomorrow morning.
1. What I liked best so far is
2. What I found most helpful was
3. What I found least helpful was
4. What you should make sure you cover tomorrow to
meet my expectations is
5. My other comments are
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Table of Contents
Who will buy what?
1
Market drive & Mission drive
Marketing For
Results
2
The classic 5 P's of marketing
Session 1
3
Publics: Who will you ask to buy?
January 20 & 21,
1994
Products: Who is buying what?
Session 2
4
May 17 & 18,
1994
Places: The buying process & timing
5
Personal action planning
Homework for next time
What will they pay & how will you let
them know they will benefit?
6
Best Ideas from Marketing for Results
7
The Price: Increasing the value &
lowering the costs
Promotion: Making the most of
8
market, motivation, message, and
media
9
2 Major Musts! Credibility & Rapport
Choosing from the communications arsenal!
10
Copy tips!
Personal action planning!
AVERY
READY INDEX™ INDEXING SYSTEM
Greg Newton Associates
A training, marketing, and management services firm
Improving Service Systems for People with Disabilities
Independent Living Research Utilization
Case Management Marketing Training and Technical Assistance
Marketing
for
Results!
Who will
buy what?
Session 1: Houston; January 20 and 21, 1994
1
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
Marketing for Results!
Who will buy what?
Major project outcomes
1. Development of a detailed, initial
case management marketing plan
2. that's responsive to your commu-
nity, agency, and chosen markets
3. so that you will provide needed
and wanted services at a fee
4. that will generate revenue
for you to increase financial
stability and independence
5. to fulfill your Independent Living
Center's mission.
2
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
Marketing for Results!
Who will buy what?
This session's purposes
1. Overview the classic principles of mar-
keting and show how to apply them so you
can market case management even more suc-
cessfully.
2. Identify the best markets for your services
so you will know who is most likely to buy and
how to allocate your limited marketing time
and resources.
3. Consider the options for defining, offer-
ing, and providing the case management
product so you will be selling what people
are buying.
4. Review the "buying process" to determine
where to put your efforts and to increase the
odds that you will promote at the right time.
5. Exchange ideas; brainstorm strategies;
share solutions that have worked for you.
3
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg Newton Associates
A training, marketing, and management services firm
Marketing for Results!
Who will buy what?
Agenda topics
1. Getting started
-
Introductions, purposes, and agenda review.
-
Overview and desired outcomes of this project.
-
Current project status report: A five-minute presentation.
-
How marketing fits with mission. (Knowing when you
are doing what and why you are doing it!)
-
Becoming a social entrepreneur. (It does not have to be an
oxymoron.)
2. Marketing not just sales!
-
Solving someone else's problem.
-
Why marketing is not sales!
-
Tapping into wants, not just needs.
-
A brief overview of the classic 5 P's of marketing.
-
Target Marketing: Multiple-markets and multiple strategies.
-
Narrowcasting not broadcasting!
3.
The Publics: Who will you ask to buy?
-
The problems with not identifying your market specifically.
-
Identifying potential markets and market segments.
-
Segments (and sub-segments) by type.
-
Who is your customer?
-
Buying roles are another way to segment the market.
-
Push marketing pull marketing.
4
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg Newton Associates
A training, marketing, and management services firm
Marketing for Results!
Who will buy what?
-
Reaching the significant influentials.
-
Who is important! It drives the four M's of promotion.
-
Criteria for selecting target markets.
-
Who is most interested in utilizing and purchasing
case management services? What you said.
-
Deciding who to target.
-
Competitive analysis and positioning.
-
Turning a competitor into a collaborator.
-
Research on the markets: What turns them on?
-
Live action market research.
4.
The Products: Who's buying what?
-
Case management is really a series of discrete products.
Unbundling for success!
-
Varying product/s and segmenting by market/s.
-
Is there increased market interest when you unbundle?
-
Identifying the core and ancillary products.
-
Sell specific! Let people satisfice not just maximize.
-
Should you be a department store or a boutique?
-
Wholesaling and/or retailing: Which one is best?
-
The first purchase is always the hardest purchase.
-
Entry products concurrent products exit products.
-
Sequencing of products is important.
-
Is consultation an entry, simultaneous, or exit product
opportunity? Teaching people how to do it versus doing it!
5
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
Marketing for Results!
Who will buy what?
-
Packaging: Perception is reality!
-
Names: It is what you say it is.
-
Does your agency affiliation help or hurt?
-
Developing an ILC product linkage strategy.
-
How do you (should you?) cross market services and products?
-
The effective use of infomercials and advertorials.)
-
Tying the product to specific market niches.
-
Making the case management process and services as
tangible and results-driven.
-
Whenever you develop a process product you can generate
revenue from new markets.
5.
The Places: The buying process and place in time!
-
Why you should break down the customer-getting process.
-
The four phases of the buying process:
-
Where might the process break-down?
-
Do you have an inquiry/contact problem
or a conversion problem?
-
When is your target market most likely to buy?
Asking at the right time. Can you predict the when?
-
Luck: Increase the odds of being there at the right time.
-
The Rule of Seven!
-
The window of follow-up.
6. Action planning!
-
What did you learn that you think will make a difference for
you? Getting a return on your investment.
6
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg Newton Associates
A training, marketing, and management services firm
Marketing for Results!
Who will buy what?
-
What will you keep doing, start doing, stop doing, and think
more about?
7.
Homework for Next Time:
-
Homework assignment for second session:
-
Completion of first draft marketing plan
public, product and place.
-
One live market test with one chosen target market
with a measurement of quantitative results.
Next time: Pricing and Promotion!
May 17 and 18, 1994
Ann Arbor, Michigan
7
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
GregNewton Associates
A training, marketing, and management services firm
a spectrum of choices
Market Drive and Mission Drive
Organizations always have both a market drive and a
mission drive. The struggle in most organization is to find a
balance between what they want to be and who will provide the
resources to do it.
A pure market-driven organization responds to all
external market opportunities with its consequent revenue
streams, regardless of mission impact and preferences.
A pure mission-driven organization responds only to its
internal preferences and will sacrifice revenue to accomplish
higher goals and objectives.
These two extremes can be viewed as being on the two
opposing ends of a spectrum. Most organizations have
made the decision of where to be on this spectrum, either
implicitly or explicitly. The major drive often changes de-
pending on the environment and organizational status.
In most nonprofit organizations the attempt is to have
just enough market drive to be able to finance and subsidize
the mission drive. Finding the balance is the goal!
Market-driven activities are a means to develop resources
for the mission. When you attempt to undertake market-driven
and mission-driven activities simultaneously, you sometime are
successful in neither. Know when you are doing what and why!
8
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
GregNewton Associates
A training, marketing, and management services firm
a spectrum of choices
Market Drive and Mission Drive
Where was your ILC three years ago?
the spectrum
Mission Drive
Market Drive
1
2
3
4
5
6
7
Where is your ILC today?
the spectrum
Mission Drive
Market Drive
1
2
3
4
5
6
7
Where should your ILC be three years from now?
the spectrum
Mission Drive
Market Drive
1
2
3
4
5
6
7
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
9
Greg Newton Associates
A training, marketing, and management services firm
Sample
Venture Criteria Worksheet
1. What you will not do
a Because of mission
b. Because of your image.
C. Because of your expertise
d. Because of your risk-aversion
e. Because of your organizational culture
f. Because of staff and, board time limitations.
2. What you will do
a Because it meets your return-on-investment ratio
b. Because it meets your resource goals.
C. Because it is feasible.
d. Because it is acceptable to the entire organization
e. Because there is a market for it.
10
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
Marketing
for Results!
Marketing
not
just
sales!
11
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg Newton Associates
A training, marketing, and management services firm
Marketing
is
Solving
someone
else's
problem!
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
12
Greg NewtonAssociates
A training, marketing, and management services firm
The Sales Question
What are you
selling?
mutual exchange of value
Producer------Customer
0
mutual problem solving
What are they
buying?
The Marketing Question
13
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg Newton Associates
A training, marketing, and management services firm
What problems are
you really solving?
Market Segment:
Self-Insured Employers.
Employer Problems
Your Solutions
Motivating then to return-to-work!
Getting them back to work quicker!
Reducing your health costs!
14
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
the classic
5 P's of marketing
I. Public - Who is the target?
- Many targets, many segments, many motivations.
2. Product - What is the offering?
- Packaging the Product for the Public.
- Positioning within options.
3. Price - How much for what?
- Lower the costs! Increase the value!
4. Place - Where, when, how buy?
- Making it convenient and easy to buy.
- Asking at the right time.
5. Promotion - Why buy?
- Message, method, and media.
This is your marketing plan!
15
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg Newton Associates
A training, marketing, and management services firm
Definitions with a difference
Marketing:
How you develop, deliver, and communicate services that
will attract, satisfy, and keep customers.
Promotion:
How you communicate to potential target customers the
benefits of your services to generate inquiries.
Sales:
How you turn inquiries from potential customers into
purchases through person-to-person interactions.
Public Relations:
How you inform and influence various significant publics in
your community to get awareness, support, and recognition.
Customer Service:
How you provide quality services that meet and exceed the
expectations of existing customers to retain them and create
positive word-of-mouth.
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
16
Greg Newton Associates
A training, marketing, and management services firm
Strategic marketing is
marketing smart!
Not just doing it, but doing it at
the lowest costs with the highest return.
To market strategically you need to
1.
Know who you want to reach as specifically as possible.
2.
Understand as much as you possibly can about your
desired market including their life situations and
motivations.
3.
Develop the services most wanted by your target market
at the right price, at the right time, at the right place.
4.
Communicate the best benefits to your specific chosen
market as clearly and repetitively as possible.
5.
Develop separate strategies for reaching each chosen
market.
6.
Understand as much as you possibly can about your
current customer base including where they came
from and why they chose you.
17
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg Newton Associates
A training, marketing, and management services firm
To market strategically you need to
7.
Break your buying process into as many discrete steps as
possible to determine when you lose possible customers,
why you lose them, and what you can do to move them
from inquiry to customer retention.
8.
Develop entry products to attract customers initially
and develop exit products to retain them longer.
9.
Consider the direct and indirect competitors for your
desired customers and position yourself as desirably
as possible.
10. Attempt to reach the customers that can best be served
by your program while maintaining financial viability.
11. Continually test your assumptions and approaches in the
marketplace and revise them when it is necessary.
12. Position yourself to respond to both today's and
tomorrow's market.
- Which of these do you believe are most important?
- Why?
- Which one should you give increased emphasis?
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
18
Greg NewtonAssociates
A training, marketing, and management services firm
Why segment and target?
Remember!
- Everyone is different.
- Everyone buys for different reasons.
- When you sell everything,
to everyone, all of the time
you are selling nothing to no one,
almost all of the time!
Narrowcasting is best!
- Broadcasting is trying to reach everyone.
- Narrowcasting is reaching the right targets
(those who want you and who you want)
more frequently, with more targeted benefits.
The first step: Customer Profiles!
- Demographic and other descriptive information.
- Where they are and what motivates them.
- Strategy is tied to target!
19
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
Make Ms Mean
Marketing Magic!
1 . Market
2. Motivation
3 . Message
4 . Method
and Media
20
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
Marketing
for Results!
Publics:
Who will
you ask to
buy?
21
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
GregNewtonAssociates
A training, marketing, and management services firm
Should you
Expand the Market
and/or
Expand the Product?
Present
Improved
New
Products
Products
Products
A
B
c
Existing
Markets
D
E
F
Expanded
Markets
G
H
I
New
Markets
What did you decide?
22
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
Private
HMOs; PPOs;
Insurers
Blue Cross
Market
Segmentation:
State
Medicaid;
Voc Rehab;
Who are
Agencies
Workers' Comp
the best bets?
Health
Hospitals;
Institutions
Rehab Facilities
Persons w/
Consumers
Disbilities;
Families
Case
Management
Services
Self-Insured;
Employers
Benefits Mgrs.
Health
Doctors; Nurses;
Target
Discharge Plan:
Professionals
Marketing:
Occup. Therap.
Different
Strategies
Community
Home Health;
Agencies
Rehab Agencies;
for
Mental Health
Different
Attorneys;
Markets!
Others
Case Mgmt.;
Others?
23
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
GregNewtonAssociates
A training, marketing, and management services firm
Who is the customer?
Segmenting by buying roles.
Should you target
1. The initiator?
2. The influentials?
3. The decision maker?
4. The purchaser?
5. The direct user of
the service?
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
24
Greg Newton Associates
A training, marketing, and management services firm
Who is the customer?
Referral:
Third-Party
Choice or No Choice?
Payer
(If choice, customer.)
$?
Person with
Direct Purchase?
a Disability
(If so, customer.)
$?
Case Management
Direct Purchase?
Services
(If so, customer.)
Should you use
Push and/or Pull Marketing?
Case Management Services
Push
(Direct)
Pull
Third-Party Payer
(Direct)
Push
Pull
(Direct)
(Indirect)
Person with a Disability
25
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
GregNewton Associates
A training, marketing, and management services firm
Targets
within Targets:
Target institutions
and Individuals!
Who do you need to contact?
1. The CEO?
2. The technician?
3. The user?
4. The coach?
Always start
- with the easiest entry;
- when possible, with a personal contact; and,
- leverage outward from your contact.
26
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg Newton Associates
A training, marketing, and management services firm
Segmenting by buying roles
within target markets
Buying Roles
Blue Cross
Workers' Comp
1. Initiator/s?
2. Influentials?
3. Decision
maker/s?
4. Purchaser/s?
5. Direct user/s?
27
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
GregNewtonAssociates
A training, marketing, and management services firm
Your last customer is
your best customer!
#1. Past Customers
#2. Referrals
#3. Competitors
#4. Customer Clones
#5. Other Customers
28
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
Your pastcustomers
Who bought?
Why did they buy?
Ann Arbor
Ann Arbor
Insurance companies and a private
Recommended by University
consumer who selected what he
of Michigan Hospital.
wanted.
Helena
Helena
Tough cases; no other options;
Voc Rehab; Individual Consumers;
need for independent living;
Workers' Comp; Medicaid Waiver
felt we had expertise.
Teams.
Missoula
Missoula
Someone to be more directly in-
Voc Rehab; Workers' Comp (both
volved and had time to follow-up.
are inconsistent and haven't
purchased as money decreased).
New York
New York
Need for increasing "healthful
living" and transition from
Health institutions; Voc Rehab.
institution to community living.
Portland
Portland
Workers' Comp claim adjusters.
One stop shop; touch all aspects
Toledo
of disability, IL, and AT.
Rehab Services Commission.
Toledo
Tulsa
Competitive RFP.
Process of getting certified as
Worcester
a case management provider for
waivered services under Title
HMO has limits of coverage and
services that don't meet needs
XIX-Medicaid.
Have experienced the expertise
Worcester
IL case management has to offer.
Social Services Dept. at HMO.
29
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg Associates
A training, marketing, and management services firm
Your customers
Who have not bought?
Why did they not buy?
Ann Arbor
Ann Arbor
Reluctant to try new case mgmt.
30 phone contacts; other insurance
strategy; confused about differ-
companies; industrial rehab facil-
ence between core IL services and
ities; Michigan Accident Fund
case mgt. services; not being an
(Workers' Comp).
RN; haven't clearly and simply
identified our product.
Helena
Helena
Funding mechanisms; arrived late
Blue Cross/Blue Shield; Rehab
in market; already have contacts
Hospitals; Workers' Comp.
with private rehab and managed
care companies. Internal struc-
Missoula
ture not flexible to allow non-
medical payment
Blue Cross; Voc Rehab;
Workers' Comp.
Missoula
Money to purchase; question long-
New York
term benefits.
New York
Health professionals.
Health professionals are compet-
Toledo
itors in case management and can
provide directly.
Insurance companies;
Portland
Workers' Comp.
Probably failed to define service
as a product worth buying.
Portland
Toledo
Blue Cross/Blue Shield; one HMO.
Don't know.
Worcester
Worcester
Believe they already do it; con-
Health institutions, hospitals and
sumer involvement and choice is
rehab facilities.
threatening.
30
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg Newton Associates
A training, marketing, and management services firm
Private
HMOs; PPOs;
Insurers
Blue Cross
Market
State
Medicaid;
Segmentation:
Voc Rehab;
Who are
Agencies
Workers' Comp
the best bets?
Health
Hospitals;
Institutions
Rehab Facilities
Persons w/
Consumers
Disbilities;
Families
Case
Management
Services
Self-Insured:
Employers
Benefits Mgrs.
Health
Doctors; Nurses;
Target
Discharge Plan;
Professionals
Marketing:
Occup. Therap.
Different
Strategies
Community
Home Health:
Agencies
Rehab Agencies;
for
Mental Health
Different
Attorneys;
Markets!
Others
Case Mgmt.;
Others?
31
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg Newton Associates
A training, marketing, and management services firm
Selecting the Target Markets:
Your initial choices.
Private Insurers
Consumer
Ann Arbor - 1
Ann Arbor - 6
Helena 3; 5
Helena 2; 2
Portland 2
Portland 8
Missoula - 2
Missoula 3
New York - 4
New York - 2
Rochester - 8
Rochester - 1
Toledo 4
Toledo 2
Tulsa 2
Tulsa 5
Worcester - 2
Worcester - 6
State Agencies
Employers
Ann Arbor - 4
Ann Arbor - 2
Helena 1; 1
Helena 5; 7
Missoula 1
Missoula 7
New York 3
New York 6
Portland 1
Portland 4
Rochester - 2
Rochester - 4
Toledo 1
Toledo 3
Tulsa 1
Tulsa 6
Worcester - 1
Worcester - 3
Health Institutions
Attorneys
Ann Arbor - 3
Ann Arbor - 7
Helena 7; 8
Helena 4; 3
Missoula 4
Missoula 8
New York - 1
New York 8
Portland 6
Portland 3
Rochester - 7
Rochester - 5
Toledo 8
Toledo 5
Tulsa 4
Tulsa 8
Worcester - 4
Worcester - 7
Health Professionals
Community Agencies
Ann Arbor - 5
Ann Arbor - 8
Helena 8; 6
Helena 6; 4
Missoula - 5
Missoula - 6
New York - 5
New York 7
Portland 7
Portland 5
Rochester - 6
Rochester 3
Toledo 7
Toledo 6
Tulsa 3
Tulsa 7
Worcester - 8
Worcester - 5
32
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg Newton Associates
A training, marketing, and management services firm
Your choices:
Target Markets and Segments!
1. Target Market:
Segments:
2. Target Market:
Segments:
3. Target Market:
Segments:
4. Target Market:
Segments:
33
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg Newton Associates
A training, marketing, and management services firm
Positioning!
Beating the competition
Positioning is
-
What makes you different.
-
How you stand out from the competitors.
-
Why you should be chosen.
-
How you beat the personal alternatives.
Customers have choices
-
Choose You.
-
Choose Your Competitors.
-
Do it themselves.
-
Do nothing.
What makes you different?
Your Competitors
Your Advantages
34
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
Your competitive analysis
Your competitors
Competitive advantages
Ann Arbor
Ann Arbor
Large case management companies
Smaller; more personal relation-
and independent case managers, as
ship w/clients; in-house indepen-
well as in-house case managers of
dent living services are more con-
third party payers.
venient and less costly; IL-OT
background rather traditional RN.
Helena
Mgd. care; private rehab; others
Helena
who are case managers; Workers'
Meet regularly with consumers;
Comp; Voc Rehab, and hospitals.
don't just rely on reports; holistic
approach; variety of services;
Missoula
coordinate community resources.
Case management and Medicaid
Missoula
Waiver social workers.
IL approach; advocacy training.
New York
New York
Health professionals; insurance
Peer counseling; advocacy.
COS. with discharge planners on
staff; community health services;
Portland
home health care.
Consumerism is infused in system.
Portland
Toledo
Don't know.
Focus of control is on consumer
and his/her family.
Toledo
Hospitals, nursing homes, home
Tulsa
health care organizations.
Know resources best, including
alternative funding sources; in-
Tulsa
dependent philosophy and
Private insurers using their
consumer autonomy.
own case managers.
Worcester
Worcester
IL values consumer involvement;
HMO's and other third party
motivated consumers more likely
insurers (e.g., Blue Cross).
to regain health and stay healthy.
35
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
GregNewtonAssociates
A training, marketing, and management services firm
Competitors as a
Marketing Opportunity!
When they have in-house capacity
1. Don't be a competitor.
2. Be a complement not a substitute.
3. Help them have success.
4. Find out what they don't do.
Can you turn a competitor into a customer?
1. Selling consultation.
2. Selling training.
3. Selling complementary products.
4. Selling sub-contracting.
Can you turn a competitor into a collaborator?
1. Co-marketing to increase demand, not share.
2. Co-venturing.
3. Co-promotion.
36
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
GregNewton Associates
A training, marketing, and management services firm
Four target
research options
1. Focus Groups
Groups of less than 12 persons of a specific target group.
A qualitative discussion of perceptions and motivations.
Preferably led by an outsider.
2. Interviews
Use this method for most important markets. Personal
interviews on perception. One-on-one.
3. Mail Surveys
Mail to as many or as few as you wish of a specific target
group. Open ended and ranking questions.
4. Live Action/Test Marketing
Test the promotion of a product and measure response. Use mail
or phone. Vaporware: develop product when someone buys.
One of the hidden pluses of research is an opportunity to subtly promote
your services, while gaining important market information. You will have
to explain your services, if they are going to be able to give their opinions.
When you undertake any of these recommended four research methods will
accomplish education, promotion, and market insight simultaneously!
37
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
Marketing
for Results!
Products:
Who
is buying
what?
38
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
GregNewtonAssociates
A training, marketing, and management services firm
Your products
Sold what to whom
Toledo
Ann Arbor
Waiver Four (Dept. of HS).
Medical case management services
to three clients with spinal cord
Worcester
injuries referred by private
insurance companies.
IL service delivery sold to state
and federal funding sources and to
Helena
Medicaid as part of the Personal
Care Attendant Programs.
Peer helping to Workers' Comp,
Voc Rehab, Medicaid Waiver, and
Blue Cross/Blue Shield; indepen-
Not yet bought
dent living skills training to Voc
Rehab, Medicaid Waiver, private
Ann Arbor
adoption agency, and individual
consumers; IL seminar for TBI
IL Core Services.
to Voc Rehab, Workers' Comp,
and tribes.
Helena
Independent skills training to
consumer; financing skills to a
Case management by itself or as
consumer; peer helping to Medicaid
an entirety to anyone.
Waiver Team; brain injury to Voc
Rehab and various tribes.
Missoula
Missoula
One-on-one training of self ad-
Advocacy for equipment, housing,
vocacy by Voc Rehab, Workers'
Comp, and Blue Cross.
transportation.
Portland
New York
IL assessment and planning to
Hope to sell assessing, planning,
Voc Rehab, high schools, Workers'
and facilitating transitions.
Comp, attorneys, and consumers.
39
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg Newton Associates
A training, marketing, and management services firm
Your case management services can be
unbundled
to get the best market response..
Bundled
Unbundled
Case
- Assessing
Management
Services
- Planning
- Advocating
- Brokering
- Motivating
- Empowering
- Reporting
- Transitioning
What are the core services?
What are the ancillary services?
How does it vary by market?
40
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg Newton Associates
A training, marketing, and management services firm
your thoughts on unbundling
Assessing
Reporting
Ann Arbor 3
Ann Arbor - 6
Helena - 1; 1
Missoula - 6
Missoula - 2
New York - 5
New York - 3
Rochester - 4
Portland -1
Toledo - 9
Rochester - 2
Tulsa - 5
Toledo 4
Worcester - 9
Tulsa - 1
Worcester - 4
Facilitating
Transitions
Planning
Ann Arbor - 2
Ann Arbor - 4
Helena - 7; 4
Helena 2; 2
Missoula - 1
Missoula - 3
New York - 1
New York - 2
Rochester - 1
Portland - 2
Toledo 7
Rochester - 4
Tulsa - 4
Toledo 5
Worcester - 6
Tulsa - 2
Worcester - 2
Others:
Brokering
Skills Training:
Ann Arbor 5
Helena 5; 5; Toledo 1
Missoula 4
New York 6
Support Groups:
Portland - 3
Rochester - 6
Helena 6; 6; Toledo - 3
Toledo 8
Tulsa 3
Monitoring,
Worcester - 1
evaluating,
reassessment:
Motivating
Worcester 5; 7; 8.
Ann Arbor 1
Helena - 3; 3
Peer Mentoring:
Missoula - 5
New York - 4
Toledo 2
Rochester - 3
Toledo 6
Acquire benefits:
Tulsa - 6
Worcester - 3
Helena 4
41
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg Newton Associates
A training, marketing, and management services firm
Bundled and Unbundled!
Ann Arbor's
Independent Living Case Management Services
Product List:
1.
Coordination of Medical and Rehabilitation
Services and Community Resources.
2.
Independent Living Assessment.
3. Return-to-Work Explorations.
4. Arranging Personal Assistant Services.
5.
Personal Adjustment Counseling.
6. Education.
7. Advocacy.
8. Barrier Free Housing Assessment
9. Barrier Free Transitional Living Apartment.
10. Medical Management
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
42
GregNewton Associates
A training, marketing, and management services firm
Product thoughts
1. Sometimes, people like to buy bundled.
Sometimes, people like to buy unbundled.
Always, give the customer a choice.
2. Most of the time, you should start with core
products and add ancillary products. Some-
times, a core product for one market is an
ancillary product for another market.
3. People always like to buy specific!
4. People maximize and satisfice.
5. The first purchase is always the hardest
purchase. Start small and follow-up with
tag-on sales.
Getting your foot in the door.
What are the pluses and minuses
of using "tough cases 22
as an entry product?
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
43
Greg Newton Associates
A training, marketing, and management services firm
Seek customers from feeder,
concurrent, and exit services
Feeder
Service
Systems:
Concurrent
Service
Systems:
Case
Management
Services
Exit
Service
Systems:
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
44
Greg NewtonAssociates
A training, marketing, and management services firm
Perception
is reality.
- When marketing intangibles and services,
the product is what you say it is.
-
Alternative conceptualizations
of the product is packaging.
-
Develop market-responsive names.
What's in a word?
Everything!
Pull out your business card and look at the
agency name and the position title.
Ask yourself:
-
What does it communicate to your customer?
-
What does it say your product is?
-
What does it say that you will do for them?
45
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg Newton Associates
A training, marketing, and management services firm
How you do it is not necessarily
what you promote!
Do what you do
and call it by its best name!
How you do it...
Is it a customer benefit?
(Your methods!)
(The end results!)
1. Focus on Consumer.
2. Consumer Empowerment
3. Advocacy
4. Education.
5. Nontraditional methods.
6. Operated, delivered by
people with disabilities.
Method can be a benefit.
It depends upon your customer.
46
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg Newton Associates
A training, marketing, and management services firm
Do you like the product name "case management"?
Ann Arbor: No. Generic term that means different things.
Helena: No.
Missoula: No.
New York: It's OK. People (consumers, agencies) have a sense of
what it means, although it's really not clearly defined.
Portland: No. It implies that people need another party to
manage their "case"---yuk! It's contrary to IL philosophy.
Tulsa: Yes, case management is appropriate language.
What are the alternatives?
Does it depend upon your target?
How would you describe your product in not less than
two sentences? (Focus on the benefit to a customer!)
Ann Arbor:
Working in concert with the injured person and his insurance company, em-
ployer, and family, we coordinate medical and rehabilitation services. In
addition to that, what makes our IL Case Management services unique is
we enable people to make decisions and to take control over their lives
at an earlier stage. Using as peers people with disabilities with similar
life experiences who are out in the community living their lives provides
a sources of motivation and hope that speeds up the rehabilitation and
recovery process for the client and makes it less costly for the payer.
Helena:
We provide an array of specialized services for persons with a disability.
These services are designed to assist and individual in coming to terms
with their disability, making plans for the future, and developing a course
of action that encourages full participation in society.
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
47
GregNewtonAssociates
A training, marketing, and management services firm
How would you describe your product in not less than
two sentences? (Focus on the benefit to a customer!)
Helena:
A biopsychosocial approach which includes community, health, and
support practice. We use the whole person approach which devotes
substantial effort in developing a human relationship with the consumer
and his/her support network. Case management placement substantial
emphasis on problem solving, assistance to consumers and their support
networks and provides an exchange of information and knowledge between
case manager and the consumer.
Missoula:
Consumer advocacy.
Toledo:
Resource coordination for persons with head injuries and their families.
Tulsa:
Case management services assist an individual with selecting services to
meet his or her needs; monitor the delivery of those services; evaluate
how well they are working; and make appropriate changes, as necessary.
Worcester:
Health Care Access service establishes and maintains a total service
relationship coordinated among consumers, provider and other related
organizations. This partnership assures quality, accessible health care
designed to meet the self-identified needs and goals of the client.
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
48
Greg Newton Associates
A training, marketing, and management services firm
Image Links!
Do you want a family identity?
Should you promote the Independent Living Center or the
Case Management Service? If both, should you have strong
links, weak links, or no links?
3 choices
1. 1 The Department Store!
Sell the agency and feature
case management services.
2. Beatrice Foods!
Sell case management and
let the agency tag-on.
3. General Motors!
Sell the agency and
sell programs separately.
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
49
Greg Newton Associates
A training, marketing, and management services firm
What you think about the link
does it help or hurt?
Ann Arbor:
It can go either way. At times, we receive feedback that it confuses people regarding our case
management services; it tends to dilute what case management is. It helps in our own immediate
community where we are known and respected.
Helena:
Both. ILCs are seen as advocates/potential adversaries. On the other hand, their expertise
derived from experience is also recognized.
Sometimes it does, because we are not a rehab program or we are sometimes seen as advocates.
But we are also liked because we are seen as someone independent and are consumer driven.
People seem to be less threatened by us.
Missoula:
Depends on agencies' knowledge of what an ILC does. Whether they believe in the concept of
consumer control.
New York:
Helps with agency and health institution marketing because it shows we have experience, but
conversely they questions why ILCs cannot provide this service without cost because the ILCs
are funded (state and federal) to provide these services.
Portland: It's conflicting.
Rochester:
Would not help; due to philosophy and service connection by private sector.
Toledo: Helps!
Tulsa:
Highlighting helps as the agency is recognized in the community as an advocacy agency for people
with disabilities. The target audience should have the same outcome objective---an informed
consumer assuming responsibility for decision affecting his or her life. Ideally, those decisions
will enhance independence.
Worcester:
Both. Those in the community with view people with disabilities positively recognize the value
of CLW and independent living. Others associate ILC with advocacy efforts to affect change in the
community which is not always appreciated. Advocacy to some means trouble rather than
progress and equal access.
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
50
egNewtonAssociates
A training, marketing, and management services firm
Turn your
education mission
into
promotions
Use INFOmercials!
An INFOmercial is a verbal presentation that
provides useful information to the listener.
It builds credibility through providing information.
Don't describe your organization or services directly.
Promote your services indirectly!
Save the pitch to the end!
Use ADvertorials!
An ADvertorial is a written presentation of useful information.
It presents your services as
one of the solutions to the problem to be solved.
Make sure your name and phone number is on every page.
51
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg Newton Associates
A training, marketing, and management services firm
When you sell intangibles
1. You must tell people what they will get.
2. You must tell people they are getting it.
3. You must tell people they got it.
You must develop tangibles or they will
not know that they got what they bought.
Seek tangibility by
Producing paper that reflects process steps.
Turning it into dollars.
Reporting frequently.
Seeking satisfaction responses.
Phone calls and visits disappear!
52
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
Products for your
Target Markets and Segments!
1. Target Market:
Segments:
Products:
2. Target Market:
Segments:
Products:
3. Target Market:
Segments:
Products:
4. Target Market:
Segments:
Products:
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
53
GregNewtonAssociates
A training, marketing, and management services firm
Marketing
for Results!
Places:
The buying
process
and timing!
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
54
GregNewtonAssociates
A training, marketing, and management services firm
PLACE
Where, when, and how you buy it
1.
The Physical Place
Where it is and how you get to it.
What it looks like.
What it communicates.
What image the customer adopts by shopping there.
2.
The Distribution System
How one buys.
How easy it is to buy.
How much trouble it is to buy.
Easy access.
3.
The Place in Time
The right offer, to the right person, at the right time.
Available when the customer has the problem.
55
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
GregNewtonAssociates
A training, marketing, and management services firm
Place:
Distribution and Buying Process
The four customer-getting phases:
1. Inquiry/initial contact
2. Initial conversion/purchase
3. Delivery/customer retention
4. Tag-on sales and referrals.
-
You need different marketing methods and
materials for every phase.
-
It is hard to generate an inquiry. You must
work to convert every inquiry into a purchase.
-
Do you have an inquiry generation problem or
a conversion problem? What are the ratios?
-
Customers are hard to find. You must sell
more to the few you have.
56
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
GregNewtonAssociates
A training, marketing, and management services firm
Place:
Distribution and Buying Process
Generate more sales by working
the process in this order:
1. Sell more to those who have
already bought;
2. Get more initial contacts through
referrals from past customers;
3. Retain and upgrade current
customers;
4. Convert more of those potential
customers who have shown at
least some interest; and, then,
5. Work on generating inquiries and
making new contacts.
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
57
Greg Newton Associates
A training, marketing, and management services firm
Are you making
the right offer
to the right person
at the right time?
-
Are you offering the product at the time the
customer has the problem?
Are you asking enough times so that you will
increase the odds of it being the right time?
-
Are you going with the time most people are
most likely to say yes?
Your seasonal variations
Ann Arbor: Summer and holidays there are increases in catas-
trophic injuries and the referrals for case management.
Helena: Fall and Winter.
Missoula: At beginning of budget year for Voc Rehab; none
with Workers' Comp or Blue Cross.
58
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg Newton Associates
A training, marketing, and management services firm
Up the odds of being there
at the right time!
1. Luck plays a major role. Up the
odds of being there at the right
time by being there frequently.
2. The Rule of Seven: Stay in touch
at least 7 times in 12 months.
(Varying contact by mail, by
phone, and by personal visit.
Don't be a pest, but stay in touch!)
3. The window of follow-up is be-
tween 3 days and 2 weeks. Moti-
vation to buy varies over time; you
have to capture it when its hot.
4. Synergy: 1+ 1 = 3.
Follow-up the follow-up!
59
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg Newton Associates
A training, marketing, and management services firm
Personal
Action Planning!
1. What will you keep doing?
2. What will you start doing?
3. What will you stop doing?
4. What will you think more about?
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
60
Greg Newton Associates
A training, marketing, and management services firm
Homework for Next Time
1. Completion of first draft
marketing plan---public,
product and place.
2. At least one live market test
with one chosen target market
with a measurement of quanti-
tative results.
Due April 1, 1994.
Next time:
Pricing and Promotion!
May 17 and 18, 1994
Ann Arbor, Michigan
61
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
Improving Service Systems for People with Disabilities
Independent Living Research Utilization
Case Management Marketing Training and Technical Assistance
Marketing
for
Results!
What will they pay
and how will you
let them know
they will benefit?
Session 2: May 17 and 18, 1994
1
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
Marketing for Results!
What will they pay and
how will you let them know they will benefit?
This session's purposes
1. Assess what you have tried and learned
since the last session.
2. Give additional recommendations for making
sure all 5 P's of marketing count for your
venture.
3. Discuss the options to set a price and
how to increase the perceived value beyond
customer's cost.
4. Provide a menu of options for promoting
your services and determine which will
be most effective for which markets.
5. Exchange ideas; brainstorm strategies;
share solutions that have worked for you.
2
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
Marketing for Results!
What will they pay and
how will you let them know they will benefit?
Agenda topics
1. Getting started
-
Introductions, purposes, and agenda review.
-
A quick review of the first three Ps and
the two Ps to be covered this time.
-
Catching up: What has happened since last time?
2. Homework: Your market test and the first 3 Ps.
-
Best bets from the last session: Did you try them?
-
Your homework:
-
What did you learn from your live market test?
-
What did you learn from the development of your plan?
-
Peer-to-peer consultation.
3.
The Price: Increasing the value and lowering the costs.
-
What is your pricing goal?
-
Are you pricing for your mission or
are you pricing to make money for your mission?
-
Your price must meet both mission and market needs.
-
Establishing a pricing strategy the maintains value perception,
is market viable, and increases the likelihood that this service
can continue after the foundation's support is ended.
3
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
Marketing for Results!
What will they pay and how will they benefit?
-
Overcoming the price resistance in your mind.
-
Do you really believe you are doing something valuable?
-
Price is cost and value. Both count!
-
You can lower the price to increase the value
-
or you can increase the value to lower the price.
-
Cost has three elements:
The direct, the indirect, and the psychological costs.
-
Value in service marketing is always nebulous.
-
Why you should never use the word "free"
and what to use instead.
-
Never tell the price without telling the value.
-
Always tell the value before you tell the price.
-
Three ways to set a price: which one is best?
-
Your pricing choices:
cost mark-up; customer value; competitive.
-
Should you first set the price and then determine whether
your cost is worth it?
-
Market research: Who are your competitors and
how much do they charge?
-
Why it is usually better to set a price that is
too high than to set it too low.
-
The important concept of consumer surplus.
-
The problem with positioning solely on price.
-
What happens if you have a small market and limited products?
-
Pricing messages from the market.
-
Use price reduction to close a deal, not to initiate a sale.
-
Alternative pricing methods: Choose the best one!
Unbundle: what are your core and ancillary services?
-
Value-added pricing through unbundling.
(How case management services can be like a concierge floor.)
4
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
Marketing for Results!
What will they pay and how will they benefit?
-
Should you price by the hour, by the unit, or by service contract?
-
Should you have a performance-based contract?
-
Price by how much money you will save your customer!
-
Wholesale pricing and retail pricing: More should cost less.
-
Some customers have a high initial cost,
but also a high life time value.
-
Practice in setting and stating your price.
4.
Promotion: Making the most of
market, motivation, message, method, and media.
-
The four M's and the five P's.
-
The first question is always who then how.
-
Three things to remember about promotion.
-
The most important rule:
Selling the benefits and not the features.
-
Identifying the prime benefit streams for target markets.
-
Promoting in person.
-
Managing relationships will bring you sales.
-
Before your make your first contact: research!
-
Who should you initially contact? (Anyone you know!)
-
Getting your foot in the door.
-
Methods to successfully present the product in
meetings with your chosen markets.
-
Let me hear you describe your services in one sentence
(using the lead benefit to your target customer).
-
Developing a presentation script.
-
How to establish credibility in the first meeting.
-
The three most important promotional documents
to take with you. (They cost under five-cents each.)
-
A step-by-step guide to following-up the first meeting.
5
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
Marketing for Results!
What will they pay and how will they benefit?
-
Seventy-nine weapons in your communications arsenal:
which ones are right for you and your target markets?
-
Which ones are best for initiating contacts, for closing
sales, and increasing repeat business?
-
Promotional strategies to encourage to reach markets that
do not respond well to traditional "hard-sell" promotions.
-
Stretch your promotional budget---but have one!
-
Direct Mail: Writing effective letters!
-
What there is to learn from Publisher's Clearinghouse Giveaway.
-
Twenty tips that have been proven to work.
.
How to write promotional materials that pull response!
-
The ten most common mistakes.
-
Copy tips! Brochure hints!
-
A round-up of ideas for even better marketing materials.
-
The Brochure Clinic: Take a look at your current
materials and make plans for improvement.
5.
Putting it all together.
-
Your final marketing plan.
-
Your decision: make or buy.
-
How big should your marketing budget be?
(Do you mean, "how big should your promotional budget be?")
-
When should you "take a walk"?
(When do you take the hint that you need to change ventures?)
-
Methods for building internal support for your venture.
-
Final thoughts!
6.
Action planning!
-
Summary action planning to implement the series.
-
What did you learn that you think will make a difference for
you? Getting a return on your investment.
6
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
the classic
5 P's of marketing
I. Public - Who is the target?
- Many targets, many segments, many motivations.
2. Product - What is the offering?
- Packaging the Product for the Public.
- Positioning within options.
3. Price - How much for what?
- Lower the costs! Increase the value!
4. Place - Where, when, how buy?
- Making it convenient and easy to buy.
- Asking at the right time.
5. Promotion - Why buy?
- Message, method, and media.
This is your marketing plan!
7
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg Newton Associates
A training, marketing, and management services firm
Best Ideas
from
Marketing For Results!
on January 20 and 21, 1994
1.
In deciding entrepreneurial ventures, agencies should
identify "what they will not do" because of mission
constraints.
2.
Entrepreneurial ventures should fund mission
activities and success is most likely when you do not
attempt to accomplish mission objectives simultaneously
with money-making marketing.
3.
In developing venture, ideas, you can either expand
your markets or expand your products. When you
attempt to do both simultaneously, risk increases. New
products to new markets is the riskiest of all.
4,
Marketing is solving someone else's problem.
5.
You should market to meet wants, as well as needs.
6. It is not "what you are selling"; it is "what they are
buying".
7. The full five P's of marketing (public product price
place and promotion) should be addressed for the great-
est success.
8
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
Best Ideas from Marketing For Results!
8. You must use different strategies to reach different
markets.
9.
Identifying who is the customer and the difference
between payer and service user is critical for targeting
your marketing efforts.
10. When marketing your services, you should sell outcomes
and solutions and not the process steps you take.
11. You should emphasize your current customer base
and make your last customer your best customer.
It is always easier to sell more to someone who has al-
ready bought than to sell to someone who has never
bought before.
12. Both credibility and rapport count in the personal
marketing of services. In most cases, credibility must
first be established before rapport can be used to nur-
ture the relationship.
13. In many cases it is better to market the service, before
you develop it (i.e., "vaporware"). You can test the
market by offering services and evaluating response to
ascertain whether the product should be developed.
14. You should determine whether you have an inquiry
problem, a conversion problem, a satisfaction
problem, and/or a repeat business problem.
Inquiry-to-sales conversion ratios are needed to
evaluate efforts.
9
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
Homework!
1.
What did you learn from
your live market test?
2.
What did you learn from the
development of your plan?
10
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
Marketing
for Results!
The Price:
Increasing the value
and
lowering the costs.
11
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
What is your pricing goal?
1.
What is the desired end result?
a. Is it to make a profit?
b. Is it to break-even?
c. Is it to provide a subsidy?
2. What is the primary purpose of your offering?
a. Mission?
b. Make money for the mission?
c. Attempt to do both?
3. How will you evaluate pricing success?
a. Number of purchases?
b. Mission accomplishment?
c. Revenue generated/profit made?
d. All three?
These three questions must be answered
as a preamble to your pricing strategy!
Your price should.
-
Meet your mission and/or market purposes;
-
Be market viable;
-
Maintain the perception and possibility of value;
-
Develop sufficient revenue to operate without subsidy.
12
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
Sometimes,
the biggest problem is the
price resistance
in your mind!
Messages from your mind.
- What do you think you and your services are really worth?
- Are your services of high quality and valuable?
- Have you ever chosen to pay a higher price?
- Is a no to a price really a personal rejection?
Messages from the market
- When everyone says yes, you may be priced too low!
- When everyone says no, you may or may not be priced to low.
- People often use price as a
convenient (and acceptable) excuse for saying no.
- Price resistance is frequently rooted in
the other 4 P's of marketing.
13
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
GregNewtonAssociates
A training, marketing, and management services firm
Price: Cost and Value
1. Whenever people are considering
a purchase, cost and value are
weighed in tandem.
2. When the perceived cost is
higher than the perceived
value, people do not buy.
3. When the perceived value is
higher than the perceived cost,
people buy if they can afford it.
4. People always want the highest
value for the lowest cost.
5. Higher-risk purchases:
value tends to be more important.
6. Lower-risk purchases:
cost tends to be more important.
14
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
7. Sometimes, cost is used as an
indicator of value.
8.
If people have a critical need
for a product, they will pay any
cost they can afford.
9.
If a third-party is covering the
cost, people seek value.
10. You can lower the perceived
cost to increase relative value.
11. You can increase the perceived
value to lower the relative cost.
12. Which is most important?
It depends on the customer.
Cost is what you pay!
Value is what you get!
15
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
Price is
three costs
and three values
Costs
Value
I. Direct
1. Actual
Hard cash: sticker price.
Worth; solves problem.
2. Indirect Cost
2. Added
Hard cash: use product.
The surprise; the deal.
3. Psychological
3. Perceived
Non-cash: cost to mind.
Benefit to the mind.
16
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
What is the
price
to your target?
The cost paid
The value received
Direct Costs:
Actual Value:
Indirect Costs:
Added Value:
Psychological Costs:
Perceived Value:
Lower costs! Increase value!
17
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
Increase value!
1.
Always work first on increasing actual, added, and per-
ceived value. If the value is high enough, buyers will follow
even if the cost is high.
2. In service marketing, perceived value is most important.
3.
Perceived value is always nebulous.
4.
People determine the perceived value of services:
Before purchase
After purchase
1. Expectations.
1. Met expectations.
2. Severity of problem.
2. Alleviation of problem.
3. Value proxies.
3. Packaging.
4. Description and vision.
4. Tangible evidence.
5. Costs to be saved.
5. Costs saved.
6. Reputation.
6. Personal satisfaction.
5. Consider giving "added value" before reducing direct costs.
Added value can be used to close the deal.
6. Never tell the price without telling the value.
7.
Always tell the value before you tell the price.
8.
When asked a cost question, respond first value.
9.
When they say the cost is too high, return to value.
10. Always tell (and make explicit) the full value for the cost.
18
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
Lower costs!
1.
First, work on reducing psychological cost.
Then, work on reducing indirect costs.
Then---if you simply must---reduce direct costs.
2.
When you reduce direct costs too early and too frequently,
you lose price integrity and reduce value perception.
3.
You can lower a direct cost to get- a customer initially,
but be careful of setting the benchmark price for the future.
State clearly it is introductory and time-limited.
4.
You can offer discounts for a number of reasons: mission;
future purchasing power of the customer; off-peak periods,
bulk purchases. (A higher direct cost permits discounts--
lower direct costs do not!)
5.
If you give a discount, make sure they know they got it.
(An invisible discount has no benefit; it is just a cost.) Make
it tangible: coupons; letters; continuous verbal reminders;
invoices explicitly stating the discount.
6.
Sliding fees can reduce value perception. Whenever
the customer is presented with two prices, the lowest
price is always perceived to be the real value. Give dis-
counts (and coupons, if appropriate) instead.
7.
Even with giving a premium or an initial consultation, avoid
the word free---it lowers value. Consider using "at no cost
to you."
19
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
3 ways to set price!
The Ceiling:
The Value to the Customer
The In-Between:
The Competitive Price
The Floor:
Your Production Costs
20
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
3 ways to set a price
1.
Your pricing choices:
-
cost mark-up;
-
customer value; or,
competitive.
2. Cost mark-up: Who cares if the price has a fair
profit margin if no one will pay it?
A standard percentage mark-up over costs may put you
above or below both the customer value to the customer.
It may also put you above or below the competitive price.
Both are problems.
3. Should you first set the price and then determine
whether your production costs will mean a profit?
Yes! In the past, businesses first determined cost then,
determined price. Today, the best method is to first de-
termine price then see if the product/service can be pro-
duced at a cost that will provide a sufficient profit.
4.
The competitive price is even more important when:
-
The customer has alternatives;
-
The customer has plenty of information on
the marketplace; and/or
-
You are attempting to lure customers from
competitors.
21
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
5. The relationship of your price to the competitive
price sends the customer a value/cost message:
What is the advantage of being just a little above the
competitive price? What is the advantage of being
just a little below?
6. Market research: Who are your competitors and
how much do they charge?
There are three types of competitors:
-
Direct---offering the same services;
-
Indirect---offering similar services; and/or,
-
Self-Help---customers doing it themselves.
What do direct and indirect competitors charge? Call and
ask. Ask your current and/or potential customers. Can you
differentiate your service by value enhancements or reduc-
tion of non-direct costs? If so, you may be able to charge a
little bit more.
Self-help is more of a challenge. Many times customers
think self-help is at no cost. Show all of the costs you
will receive and all of the value to be gained. Ask if you
can help them help themselves.
7. Customer value shifts with need and want.
Remember: all three of these---the floor, the ceiling,
and the competitive price---are in constant flux. When
new competitors enter or your costs increase, the best
response is to increase the value to the customer, which
always drives prices up!
22
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
Why it is usually better to
set prices too high than to set prices too low
1.
Which business would you rather be in:
100 widgets at $1 each = $100 revenue; or
25 widgets at $4 each = $100 revenue; or
1 widget at $100 each = $100 revenue?
Unless there is a mission reason: it is not the number of
customers, but the total amount of revenue; it is not the
number of sales, but the profit generated. In general, it
is better to have fewer customers at a higher price.
2. Your potential market may not be big enough to
position on price.
Walmart can position on price---it has a big potential mar-
ket where big profits can be made by making a little bit of
money on a large quantity of products. Is this true for you?
3.
Higher prices permit discounting, sales, and
value-added incentives.
Use price reduction to close a deal, not to initiate a sale.
Lower prices do not permit promotional strategies.
4. It is easier to lower a price than to raise a price.
5. Costs may be harder to control than price.
6. If you are losing money and you lower your price,
you may just lose even more.
When you don't have enough customers, price may not be
the problem: go back to the other four Ps.
23
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
Consumer Surplus:
Some people would pay more,
if only given a chance!
Price
High
Consumer
Surplus
Market
Price
Demand Curve
Low
Low
High
Quantity
24
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
Alternative pricing methods!
1. Should the price be bundled or unbundled?
-
What will be the price for the bundled?
-
What will be the price for the unbundled?
-
What will be your core service/s?
-
What will be your ancillary service/s?
-
Should the core be the most expensive?
-
Should the core be the least expensive?
-
Will you have a single price with
value-added options?
It depends upon the customer!
2. How should you price your services?
-
Should you price by the hour?
How many cases will you need to get the
hours your need? Is this a nickel and
dime strategy?
25
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
-
Should you price by unit of service?
"Tough cases" means tough prices.
Vary your price by intervention criteria?
-
Should you price by service contract?
Paying for time whether used or unused.
-
Should you price by performance?
Pay for results! How could they say no?
-
Should you price by how much you save?
Can you quantify it? Do you have proof?
-
Should you have both a wholesale and a
retail price?
More should cost less. The goal should be
to have fewer customers and more sales.
-
Should prices vary by customer?
Some customers have a high initial cost, but
also a high life time value. How much profit
will you forsake in the shorter term to reap
the profit of the future?
It depends upon the customer!
26
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
Price!
Increasing the value and lowering the costs.
1. What are the three things you will remember most
about our discussion on pricing?
(1)
(2)
(3)
2. What will be you do to lower your customer's costs?
3. What will you do to increase your customer's value?
4. How will you set your price?
5. What will you charge?
27
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
Marketing
for Results!
Promotion:
Making the most of
market, motivation,
message, and media.
28
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
Make Ms Mean
Marketing Magic!
1 .Market
2 . Motivation
3. Message
4 . Method
and Media
29
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
Promotion!
3 things to remember about promotion
1. Repetition =
Recollection
The United States has 6% of the world's population and 82% of the
world's advertising---it is communication overload for most
people. So people learn to block it out, unless said over and over
again. Market research has shown that someone must hear a
message at least 5 to 7 times before there is recall.
2. Variety of Media =
Even Greater Recollection
Each of us has a communication method that is our preference for
taking in information: Some of us like to read about it: some of
us like to talk about it: some of us like to have it told to us; and
on and on. By using many methods of communication, over and over,
you not only accomplish repetition, but also will be more likely to
hit the target's preferred communication style.
3. More than One Communication Method =
Synergism for Recollection
1+1=3!
30
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
Promotion is...
Selling the
benefits,
not the
features!
Features
focus on you!
How you do it; how your agency operates and its structure; and
anything that does not tell the target what's in it for him/her.
Benefits
focus on the customer!
Solve the target's problem/s; answer the target's wants and
aspirations; and bring him/her personal satisfaction and gain.
31
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
Telling your customers what they will get!
11 tips
for even more
effective
benefit statements!
1. Use the "So What?" test.
Always ask Who cares? What will the customer get? Don't focus
on the activity or the process. Focus on the outcomes, the results.
2. Talk and write with plenty of "You's".
Nobody cares what "we provide".
You always care about what "you get."
3. Explain what people will gain.
But, also explain what will not be lost.
Sometimes, the best benefit talks about what will be saved time,
money, risk, esteem, and others.
32
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
11 benefit tips...
4. Go for the emotional benefit,
as well as the logical reasons.
Most of us buy with our hearts and then look for a way for our
brain to say yes.
5. Use short, easy to understand words.
Talk like people talk. No jargon. Telegraph your message. Three
and four letter words are best. Short sentences are better.
6. Action verbs are best!
Passive verbs are dull. Get instead of provide. Discover. instead
of learn. Put excitement in your language.
7. Adjectives and adverbs give an even better
picture of the benefits.
On a menu, it is not just "ham" it is "Virginia-baked, honey-
glazed, mouth-watering, ham." Good benefit statements have a
liberal dose of modifiers. Always, put the gravy on the meat.
8. Never deny the customer's esteem and current
satisfaction; build on it.
If you say, "you can have clean dishes", customers must admit that
their dishes are not clean; if you say, "you can have even cleaner
dishes", the customer can buy the product, without a loss of
esteem. Use words, like "even more", "even better", "...er's", and
"...est's. Talk and write with superlatives.
33
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
11 benefit tips
9. Pile the benefits on!
Link them for a one-two punch!
When benefit phrases are put together, they have even greater
effectiveness. For example, think about this one-two punch: "You
will get a value of $236, and save over $50 on the regular price."
Think about stating the reverse, and linking gain, with what will
not be lost.
10. Be certain about the benefits.
Tentative does not sell.
Is there a difference between: (1) "You could feel better after the
open heart surgery." and, (2) "You will feel even better after the
open heart surgery."? Never promise what you cannot deliver, but
if you are sure, be sure. People like certainty in their benefits.
Be careful of words like, "might", "may", "can", "could", "try", and
similar hedges the customers will hear that you are not sure
so, why should they take the risk? One exception to this rule is
when you are selling "exclusiveness"; see tip eleven.
11. Pump up the benefits by communicating value.
Put a dollar and cent value on the gain, or what will not be lost.
Tell what will not have to be spent. Another way to communicate
value is by stating exclusiveness when told not everyone can have
it, you want it even more. (For example, "just for you,"; "you could
be one of the few who may be able to get." Notice how the
tentativeness increases value here?)
34
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
Your Service's
Features and Benefits
Features
Benefits
1.
2.
3.
35
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
Promoting in person
Building and managing relationships!
Relationship management is
1. Building credibility and
developing rapport.
2. Being a consultant that solves
your target's problem and not
being just a salesperson.
3. Helping your target, even
if there is no immediate gain.
4. Shaping your offering to solve
the target's problems.
5. Focusing on satisfaction
not sales.
36
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
2 Major Musts!
Credibility
and
Rapport
Credibility is being trusted and respected.
Rapport is being liked and enjoyed.
You must have both!
How do you establish both of these during your first visit?
Which one is the best entry for the first meeting?
Is it easier to move from credibility to rapport. or rapport to credibility?
How does the relative importance between the two change
during the three phases of becoming a customer?
37
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
Planning for your
first contact
Your before-you-make-the-appointment checklist
Obtain and read any printed materials available on the company,
such as annual reports and product brochures.
Contact everyone you know to get a personal introduction.
Find employees who currently work there to ask about the business,
the person with whom you will meet, and corporate culture.
Your making-the-appointment checklist
Write a letter of introduction, before you telephone.
(Make the letter brief: Ask for a short meeting of no more than 30
minutes. If it is an information-gathering visit, state the purpose
is to learn about the company, its current policies and programs,
and the company's experiences with services like yours.)
When you call, tell the secretary that you are following-up on the
letter. (Get the secretary's name and build rapport with him/her.)
When you telephone your contact, ask if it is a convenient time to talk.
Promise that the phone call will take no more than 5 minutes and
ask for a meeting of no more than 30 minutes (at your contact's
convenience).
38
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
State (in the first few moments of the phone call) why you
decided to contact that person and that business; if you were
referred, make sure you open with who told you to call.
Restate the purpose of the meeting. (Even if it is a promotion
visit, make sure you don't say that the purpose of the meeting is to
tell the business about your program; say instead, you want to see
if your program can help the business and its employees.)
If time permits, confirm the meeting after the phone call with a brief
note thanking your contact for giving you the chance to meet, and
stating that you are looking forward to learning about the company.
Your just-before-the-meeting checklist
Make a list of the 3 most important things you want to find out.
Decide what is the best way to dress for the meeting.
Pack your brief case: business cards; program materials; and, a
pad for taking notes; a product and service list; a list of any pre-
vious customers; a list of satisfied customer quotes.
Leave on-time, to be on-time with a few minutes to spare.
(Use any extra time before the meeting to build rapport with
the secretary, and observe the telltale signs of the culture.)
What do you think is important before you meet
with a prospect for your services?
39
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
3 must-have marketing tools!
1. A specific list of current
and past customers.
2. Satisfied customer quotes
and/or testimonial letters.
3. A list of services available
(bundled and unbundled).
-
These three tools are simply typed, scannable
lists printed on your letterhead.
-
Increase value perception by putting all of
them in a file folder.
-
These lists will seem fresh (and ever growing)
if you put a date on them.
-
When you present them, handle them with care
and walk your potential customer through them.
Get credibility! Use specifics!
40
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
At the first meeting
1.
Establish credibility and develop rapport.
2.
Open by asking questions about the target and
his/her business and their policies.
3.
Listen carefully and see if you can help.
If you can, help even if there is no immediate gain.
4. Tell how you and your service may be able to help.
5. Establish a reason for follow-up. Any reason to main-
tain future contact routes! (For example: Promise to
send a copy of an article s/he may find interesting.)
6. Leave a tangible reminder of the visit. (A brochure, fact
sheets, or a publication with your name stamped on it.)
7. Record what you learned immediately after the meeting.
8. Send a follow-up letter immediately: thank them for
the meeting; summarize what you heard; how you can help
and the next steps. Take the lead in follow-up. Follow-up
frequently and---for best bets---forever!
Do you have a business card for businesses?
The wonderful thing about business cards is that you can
be just about anybody you want for $14.95. By simply
changing your title and/or changing your tag line, you can
communicate credibility and an inherent benefit.
41
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg Newton Associates
A training, marketing, and management services firm
Task One:
Describe your services in one sentence
(using the lead benefit to your target customer):
Task Two:
The four most important things you want to
communicate about your services:
1.
2.
3.
4.
42
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
79 weapons
in your communications arsenal!
1.
Door-to-Door Canvassing
2.
Door Knob Cards
3. Leaflets
4.
Post Cards
5.
Personal Letters
6.
Direct Mail
7.
Thank You Notes
8.
Personal Telephone Calls
9.
Telemarketing
10. Circulars/Brochures
11. Classified Ads
12. Display Ads
43
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
79
communication weapons
13. Publications/Reports
14. Annual Reports
15. Newspaper Supplements/Free-Standing Inserts
16. News Stories
17. Feature Stories
18. Radio Ads
19. Radio Talk Show Appearances
20. Radio Interviews
21. Billboards
22. Transit Posters
23. Bench Posters
24. Agency Building Sign
25. White Page Listing/s
26. Yellow Page Listing/s
44
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
79 communication weapons
27. Listing in Directories
28. Penny-Saver Ads
29. Ads in Free TV Guides
30. Regional/Local Magazines
31. Other Organization's Newsletters
32. Premium/Advertising Specialties
33. INFOmercials (no/low cost seminars and consultations)
34. Trade Shows
35. Exhibits
36. Booths at Shopping Malls
37. Booths at Fairs/Community Events
38. Sponsorships
39. Personal Contact through Joining Organizations
40. Booths in Stores
45
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
79
communication weapons
41. Business Cards
42. T-Shirts
43. Sandwich-Board Signs
44. Place Mats
45. Restaurant Tent Cards
46. Point-of-Purchase Displays
47. Slide Shows
48. Video Tapes
49. Cassette Recordings
50. Buttons
51. Posters on Community Bulletin Boards
52. Rolodex Cards
53. Window Displays
54. Open Houses
46
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
79
communication weapons
55. Cable TV Ads
56. Call Board Listings
57. TV Talk Shows
58. TV Feature Stories
59. Tag-along Inserts in Mailings of Others
60. Silent Radio
61. Telephone Hotlines
62. Recorded Telephone Messages
63. Windshield Flyers
64. Postage meters
65. Movie Theater Announcements
66. Letterhead
67. Name Badges
68. Awards and Certificates
47
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
79 communication weapons
69. Speaking Engagements at Clubs and Events
70. Bumper Stickers
71. Proclamations
72. Balloons
73. Agency forms
74. Checks
75. Take-One Boxes
76. Catalogs of Offerings
77. Flea Market Booths
78. Research Studies
79. Columns in Newspapers or Publications
How many do you use?
48
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
1
Choosing from the
communications arsenal!
1.
Which communicates best with your target market?
2.
Which have you used in the past with success?
3.
Which have you tried with no/low results?
4.
Which are the best for initiating contacts?
5.
Which are best for closing sales?
6.
Which are best for maintaining contact, managing the
relationship, and seeking repeat business?
49
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
Differences in materials for
sphere of influence marketing
and geographic area marketing
Marketing Materials for
Marketing Materials for
Geographic Area
Sphere of Influence
People I don't know.
People I know.
1. Formal
1. Informal
2. Credibility
2. Rapport
3.
Personable
3. Personal
4.
Target Market
4. Target Person
5.
General Benefits
5. Tailored Benefits
6.
General Situations
6. Specific Situation
7.
Print and Oral Media
7.
Oral and Print Media
Which are best for your target market?
50
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
Promoting to
professionals
who hate advertising
The higher our education, the more likely we are to believe we are not
affected by advertising and tend to see it as having low credibility.
Especially in many social service agencies and medical settings,
professionals can potentially be turned-off by promotions that are
seen as too flashy, too hard-sell, and too cute.
Since these well-educated professionals are often the best source for
referrals, the marketing materials and methods used to reach them
must often be disguised and packaged as professional participation
and development activities in order to be effective.
Consider using these traditional social service and professional network
methods as a subtle means of promoting your program:
1.
Arrange, host, and/or conduct educational sessions on working
with people with disabilities, new research, effective case man-
agement methods, and other such professional development topics.
(Remember, the event's publicity promotes your services, whether
they attend or not.)
If possible (and your site is attractive), hold these infomercials at
your location. Make sure your agency's name and phone number is
on every piece of material distribute. You will be able to attract
higher attendance, if you arrange for Continuing Education Units to
be awarded, since many professionals need them for licensing.
When you ask a desired referral source professional to be a speaker
at your conference or educational session, you bond them to your
organization through the compliment.
51
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
Consider asking targeted referral sources to co-sponsor the event,
which may include them making a real contribution or simply listing
their names as co-sponsors. We support what we feel a part of.
2.
Think about conducting one-on-one interviews with targeted pro-
fessionals who are potentially high value referral sources to seek
their advice on solving problems you confront. (Of course, you will
have to explain your program in order for them to be able to provide
the "needed" consultation.)
3.
Hold a "focus group" with a group of targeted professionals
to seek their opinions on disability-related and service-related
topics. You will gain potentially useful insights to improve your
services, but you will also get the chance to present them with
information on your services.
4.
Ask them to serve as a member of a "quality review team"
to examine your service delivery methods and make recommend-
ations for improvement. Ask if they would be willing to have
their organization or agency included on a list of those who
recommend your service.
5.
Sponsor a community needs assessment and survey referral
sources by mail on their opinions and insights. When the surveys
have been received and tabulated, do a one page summary of the
results and mail the findings to all referral sources, whether
they responded to the survey or not.
6.
Request that they serve as a member of your program's advisory
committee, whose advice is sought and desired on important
issues. This advice can be sought on an ad-hoc basis and the
committee never has to formally meet if you (and they) do not
choose to do so. (If you wish, put their names on your letterhead
to gain a positive-image rub-off and to build identity through
affiliation with their organization.)
52
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
When you make a
presentation to
motivate use
of your services
Use INFOmercials!
An INFOmercial is a verbal presentation that
provides useful information to the listener.
It builds credibility through providing information.
Don't describe your organization or services directly.
Promote your services indirectly!
Save the pitch to the end!
Use ADvertorials!
An ADvertorial is a written presentation of useful information.
It presents your services as
one of the solutions to the problem to be solved.
Make sure your name and phone number is on every page.
53
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
Ten tips and tactics for getting the most from
business club presentations.
1.
Seek pre-meeting promotion. Use newsletters, press
releases, mailings, announcements, personal invitations.
2.
Try to talk before lunch but be brief. Full stomachs
and the clanging of dishes being removed are challenges.
3. Have a member of the group introduce you that has had
experience with you and your program.
4.
Don't just make a speech. Use group participation.
Quizzes. Buzz groups. Open-ended questions.
5.
Use success stories.
6.
Use pass-outs and give tangible reminders.
7.
Put business cards on every table.
8. Collect names. Follow-up quickly.
9.
Send a thank you note to the sponsor.
10. Seek post-meeting promotion. Releases in organization
media and general media. Get a mailing list for a follow-up
reinforcement of the message.
54
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
How to make
direct mail
work for you!
1.
The envelope
-
Make it personal if the target will being opening it:
use a real stamp; no label; no agency name.
-
If you must use a label and a meter, you might as
well use a teaser on the envelope.
-
The goal of both: get it opened!
2.
In the envelope..
-
Use the full ounce.
-
Give people a choice of where to stop.
-
Always have a letter.
-
Use enclosures. The more pieces you enclose the
more likely one will be read. Enclose: a brochure;
a business card; a flyer; a newspaper clipping; a
personal note; an off-size special offer.
55
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
3. The letter
-
Use the power points: the first paragraph, the last
paragraph, and the P.S. (People often read backwards!)
-
The first paragraph is very important: Grab atten-
tion. Focus on the customer. Short sentences.
Short paragraph. (You have just a few seconds!)
-
Make it personal: a comma after the name; you's and I;
repeat the name in the body; jot a note; use a post-em;
hand-sign (in blue ink).
-
Make it easy to read. People scan. Break it into many
pieces when very long Use bullets, indentations, num-
bered lists, headlines, and plenty of white space.
-
Length is not as important as ease of reading.
-
Continue the reader to the next page
never make it easy to stop.
-
Ask questions. Use involvement devices.
-
Be clear what you want the reader to do!
-
Give the reader a reason to respond immediately.
-
P.S. Always use a P. S.
Three more tips:
1.
Read the "direct mail" seminar in your mail every day.
2.
Get on every product-related mailing list possible.
3.
Start a "swipe file" of the best!
56
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
GregNewtonAssociates
A training, marketing, and management services firm
The 10 most common
brochure mistakes!
1. Target is unclear.
2. Attempts to target everyone.
3. Purpose is unclear and outcome undefined.
4. Focus is on the agency, and not the target.
5. Sells the features, and not the benefits.
6. Use of "we provide" copy, instead of
"you get" copy.
7. Cover doesn't show the target, define the
problem to be solved, or offer a solution.
8. Doesn't talk like the target talks.
9. Not scannable.
10. No call for action.
57
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
copy tips!
1.
Start with and end with the reader!
- Use your customer profile statement. As you write,
think more about who the reader is (and his/her
interest and hot buttons) than you do your product
and services.
2.
Keep your message organized!
- Be consistent in format. Consistency provides
continuity and makes your copy easier to read.
- Put the most important information first or last.
People tend to skip over what's in between.
- Choose the most important point
and stress it again and again.
Repetition is the key to recollection.
When you have too many major points, you are devel-
oping competition for attention within your marketing
materials.
- Sequence your information logically.
- Make your information easy to scan.
People rarely read every word.
58
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
copy tips!
3.
Make sure you are understood!
- Use short, non-technical words of two syllables or less.
- Use live, active verbs.
- Talk like your customer talks. This is not an essay for
your high school English teacher. It is not to impress
but to motivate and be understood.
- Use positive language.
4.
Make your sentences short!
- Sentences should average 8 to 10 words. Short
sentences sell!
- Asking questions to emphasize a point is a good
technique. Don't you think so?
- Marketing copy can have "sentences" without a verb.
59
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
copy tips!
5.
Make your paragraphs short!
- Four sentences should be the maximum paragraph
length.
- Varying the length of paragraphs makes it more
interesting for the eye.
- Sometimes, one sentence paragraphs are the most
powerful.
- If there are many paragraphs, make sure you use
headings.
6. Use headings to capture important benefits!
- Use them. They break up the copy. Provide white
space. Make it easy to scan.
- Put information into the headings
sometimes, they will be the only thing read.
- Questions can make effective headings.
60
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
copy tips!
7.
Communicate with graphics and photos!
- Put the picture with the related text.
- Always, use a caption under a photo.
Readership of photo captions is very high.
- Use graphics that relate to the life experience of the
reader. Make sure the reader can see his or herself in
the picture.
8. Layout makes a difference!
- Remember; The top of the page counts. The bottom of
the page counts. The eye typically moves from top to
bottom to about 1/3 of the way down the page.
- Move upward and rightward with graphics. Pictures
with people, should have them looking toward the
right. Pull people to the next page with their eyes.
- A headline, a graphic, or something interesting in each
1/4 of the page.
61
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
copy tips!
9. Make it easy to read with the right type face!
- Nothing smaller than 12 points! (This is 14 points.)
- Italics increases reading difficulty.
- Use both upper and lower case lettering together.
LETTERING IN ALL CAPITALS IS VERY HARD TO READ.
10. Make it visually attractive!
- Lots of white space. Generous margins.
- Use bullets. Lists. Asterisks. Arrows.
Anything that guides the eye and makes it easy to scan.
These devices lead people to the next point.
- Use boxes. Make it stand out.
- Justified margins makes it harder to read.
- Columns should not be too wide. Or too short.
- Indenting paragraphs can sometimes make it
easier to read.
62
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
copy tips!
11. Test your copy with your market!
- Focus groups can help.
- Past customers can help.
- Ask those who you are targeting if it motivates them.
After reviewing this list, what changes might you want
to make in your current brochures and materials?
1.
2.
3.
4.
5.
6.
63
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
More
brochure hints!
1.
Get people involved. Urge them to write on it.
2.
Distribution and presentation is just as important, as
the brochure copy and design.
3.
Always key for response. See if it is working.
4.
Start a swipe file.
5.
Photocopy newspaper articles. Sometimes, this is
even better than a brochure.
6.
Put the selling message on the cover.
7.
Remember the power points on the brochure:
#1: The Cover.
#2: The Back.
8.
Have a clear call to action. Tell them what to do next.
9.
Put a name before the phone number to increase
response.
64
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
Greg NewtonAssociates
A training, marketing, and management services firm
9 strategies to get credibility!
1. Use numbers.
2. Use dollars.
3. Use specifics.
4. Use lists.
5. Use quotes.
6. Use success stories.
7. Use pictures of peers.
8. Use guarantees.
9. Use your credentials
65
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
One Hanson Street, Boston, Massachusetts 02118 (617) 426-5533
99
4. What will you think more about?
3. What will you stop doing?
2. What will you start doing?
1. What will you keep doing?
ibuluueld Action
Personal
A training, marketing, and management services firm
Greg NewtonAssociates